Managing Major Accounts: Shaping and Exploiting Your Firm's Intangible Assets (Marketing for Professionals)

Chris Steward

ISBN 10: 0077090691 / ISBN 13: 9780077090692

Editore: McGraw-Hill Publishing Co. 01/02/1996, 1996

This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Codice articolo 7719-9780077090692

Riassunto:

Managing Major Accounts has never been an easy, straightforward task, but with today's highly competitive, fast moving and demanding business this complexity has made it an almost impossible challenge. What will you do to differentiate yourself from the competition? How will you counteract the omnipotency of your major accounts? Finally, how will you decide which opportunities are worth investing your limited resources in to take the business and its products forward?
Chris Steward, with his insider knowledge, and years of experience, tells you how in Managing Major Accounts. Starting at the strategic, planning level through to practical implementation, he provides clear guidelines to enable you to implement and understand the following core principles: how to determine your strategy for the relationship with your customers so that confrontation is avoided and day-to-day dealings are positive and successful; how to uncover your crucially important intangible assets: the ones that lift you above the competition, where product and service are difficult to differentiate. It promotes the idea that invisible assets can be shaped and utilized as a valuable leverage for creating a market differentiation, and the ways to realize this; and an understanding of which opportunities are likely to be worth pursuing and the strategy for allocating those limited resources to make the most of them.
Managing Major Accounts explains how you can benefit from understanding and putting into practice Joint Account Planning; how super-competitors became leaders and stay there using organizations such as Marks & Spencer and McDonald's as case study material, and how to use the account manager's toolkit. Managing Major Accounts is a practical 'how to' guide for practising managers enabling them to use their scarce resources to their full potential on the most profitable customers and to realize their most lucrative opportunities.

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Titolo: Managing Major Accounts: Shaping and ...
Casa editrice: McGraw-Hill Publishing Co. 01/02/1996
Data di pubblicazione: 1996
Legatura: Brossura
Condizione: Very Good